Title :
Reducing Consumers´ Perceived Risk through Website Service Quality Cues in C2C E-Commerce Trading
Author :
Min Sheng ; Tian Liu
Author_Institution :
Sch. of Econ. & Manage., Tong Ji Univ., Shanghai, China
Abstract :
This paper focuses on reducing consumers´ perceived risk through Website service quality cues in C2C e-commerce trading. It reveals a negative correlation between consumers´ perceived risk and Website service quality in C2C E-commerce trading, and explores the internal composition of this relationship. Functional, physical, service, and psychological risks are found to be negatively affected mainly by reliability, guarantee, security, information integrality and communication of service quality. However, financial and functional risks are positive influenced by personalization cue of Website service quality simultaneously.
Keywords :
Web sites; electronic commerce; security of data; C2C e-commerce trading; Website service quality; consumer perceived risk; guarantee; information integrality; reliability; security; service quality; Consumer behavior; Delay; Information security; Particle measurements; Privacy; Proposals; Psychology; Quality management; Risk management; Web page design;
Conference_Titel :
Management and Service Science, 2009. MASS '09. International Conference on
Conference_Location :
Wuhan
Print_ISBN :
978-1-4244-4638-4
Electronic_ISBN :
978-1-4244-4639-1
DOI :
10.1109/ICMSS.2009.5304918
